Customer Equity

Customer Acquisition

Customer acquisition, and the calculation and interpretation of Acquisition Equity, are the first steps in the process of Customer Equity™ management. As promised in the book, here is where you will find additional explanations, tools, and examples that help you to manage and measure customer acquisition. Sections include:

	The ACTMAN Model A more detailed description of the stages of customer acquisition, along with descriptions and examples of two supporting tools used in acquisition management: profiling and statistical scoring.
	Qualitative Description of ACTMAN Applying ACTMAN: Profiling Applying ACTMAN: Statistical Scoring Models

	Data Analysis, Metrics, and Accounting for Acquisition More detail on the calculation of acquisition equity, as well as descriptions and examples of four key metrics of acquisition performance.
	Calculating Acquisition Equity Customer Acquisition Accounting Measures
	Index: Customer Acquisition Tables This section contains the Customer Acquisition Tables referred to in the calculations and examples. They are available in PDF format, so you will need the Adobe Acrobat 4.0 Reader to view these documents.
	Acquisition Tables: 1 - 2 ACTMAN Tables: 1 - 2 - 3